After about five years of creative partnership, Beyoncé and Adidas are going in different directions. Fans will remember that Beyoncé collaborated with the sports brand in 2018 when she relaunched Ivy Park.
However, Adidas did not gain much from the collaboration as the alliance suffered huge losses of hundreds of millions of dollars, possibly contributing to their mutual decision to split.
Beyoncé And Adidas Had ‘Major Creative Differences’ Before Ending Their Partnership
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Queen Bey and Adidas have agreed to end their partnership for good, but the music icon has some exciting new plans for her activewear line. In addition to relaunching Ivy Park in 2018 through the German lifestyle company, she created new clothing and shoes for the brand.
However, the two reportedly had “major creative differences” in the midst of their collaboration, causing them to end their collaboration for good. Still, that won’t end Ivy Park for the Beyhive and more.
According to The Hollywood Reporter, Beyoncé wants to “reclaim her brand, chart her path and maintain creative freedom.” Two years before the partnership, “The Pink Panther” actress started her Ivy Park career as a 50-50 joint project with Topshop’s Sir Philip Green. The association ceased in 2018, with him gaining full ownership of Ivy Park.
While Beyoncé’s music career is thriving as she made history last month by becoming “the most awarded artist in Grammy history” and everything she touches turns to gold. Unfortunately, the same cannot be said for Ivy Park
Last month, The Wall Street Journal reported that the partnership with Adidas cost the clothing brand about $200 million. According to reports, in 2022, there will be a significant drop in volume to about 50%, causing the company to lose $40 million after expecting $250 million in sales that year.
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At the time there was speculation that a plan to dissolve the partnership was in the works, but neither side spoke about whether the contract would be renewed or Ivy Park would be let go. Adidas executives even assured fans of the “Cuff It” singer that “the partnership is strong and successful,” adding: “We continue to be inspired by our collective vision and proud of the work we’ve created together.”
At the time, there was no response from Beyoncé’s representatives about the allegations surrounding the partnership’s struggles, possibly because she and her team were prioritizing the launch of Ivy Park in Dubai and her upcoming tour.
However, despite Adidas reportedly losing out, Queen Bey is still getting paid as she has negotiated an annual salary of $20 million. What’s more, his highly anticipated world tour — his first since 2016, is sure to bring in a lot of money for the brand, with many of his followers planning to rock their Ivy Park gear to the concert.
‘Dreamgirls’ Star Books All Models Chanel Ayan For Ivy Park Debut In Dubai
In January, Beyoncé previewed her latest Adidas x Ivy Park collaboration, Park Trail, in Dubai. The next day, he held a private concert in the city, marking his first live performance in four years.
For the big reveal, she enlisted the help of breakout star from “The Real Housewives of Dubai,” Chanel Ayan. The Blast reports that the fashion show was an invitation-only event that included the cast of the reality show, including Ayan, Caroline Stanbury, Lesa Milan, and Nina Ali.
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Ayan, a model, also owns a modeling agency that houses a variety of stunning models of color, all of whom were booked by the “Beautiful Liar” singer for her first Ivy Park show in Dubai. The reality star was excited about the collaboration as she took to Twitter to brag, “Beyoncé booked all my models to walk for the Ivy garden show in Dubai, and That was during DOT #rhodubai.”
The melanin-rich model was decked out in her signature bright orange dress, described as “the key color for Ivy Park’s SS23 collection.”
Beyoncé is set to kick off her Renaissance World Tour this May in Stockholm. It will cross Europe with stops in Cardiff, Edinburgh, Sunderland, Paris, London, Marseille, Amsterdam and Warsaw, among others.
The “Crazy in Love” singer will then return to North America to perform in Toronto, Vancouver, Atlanta, Las Vegas, Los Angeles, Boston, Charlotte, Detroit, Miami and more. He also performed in the New York City metro area, San Francisco, Nashville, and his hometown of Houston, before ending his tour in New Orleans.
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Source: thtrangdai.edu.vn/en/
